Original is never finished, a campaign to portray a message to new creators. The perception that everything has been done before but it’s time to reinvent, feed off the old, the new and be your own creator. Using an adaptation of Frank Sinatra ‘My Way’ created by Snoop dog the campaign portrays strong creative visual and concept incorporating

many global familiar faces and the Originals product. Strategic and innovative marketing strategies were used to complete the objective of relaunching the original’s collection.

Where was this campaign shown?Social Media, Website, TV, Cinema, Displays and a launch event.

The Campaign

OBJECTIVESWe wanted to re-launch the sub brand ‘Adidas Originals’ due to the 43 year old Superstar (best selling sneaker worldwide) having to compete with other brands and the now main stream streetwear industry. Streetwear is one of the most relevant and current trends in the industry today, making it an area that needs to be constantly pushed forward in order to stand out. We didn’t want to focus on just one product within this re-launch but the ‘originals’ sub brand as a whole with it now

incorporating new cutting edge designs like the NMD. With the Originals dynamic mixing retro with current designs the opportunity for Adidas to create a innovative and captivating campaign was taken in their stride with one of the brands mains ethos being creativity. As a brand we needed to reclaim the leadership in the streetwear category keeping the significant retro design but in a fresh point of view within street culture.

AIMCommercial“To tie all products and markets together…To increase sales for the whole Originals line up during the campaign period.” (adidas,2017) The way in which this was benchmarked was through the comparison of the previous campaign ‘Futures’ in 2016.

Marketing-There needed to be excitement and a buzz around this campaign, with im-proved views from 2016 Futures ad. -Bring a sustained viewer time than any other average fashion campaign. -Creating conversation around the ad and brand.

Communication-The increase in site traffc-To inspire people on how they can incorporate adidas originals into their style.

Paid- Campaign being advertised across sponsored sites; Insta-gram ads, Youtube ads, banner ads

Owned- Website, social platforms

Earned- The media attention and work of mouth due to creating a buzz

HowTo execute this campaign effectively two main ways were used:Demonstration; with each individual wearing the originals product in the campaign which reaches one of the communication aims of incorporating the brand in different styles. It also shows the product being used in various ways showing the diversity of the brands products.Personality; The campaign has incorporated multi-generation celebrity names including, Snoop Dogg, Dev Hynes, Stormzy, Kendall Jenner, Petra Collins, Dej Loaf and Kareem Abdul-Jabbar. Adding to the campaigns volume in creating a buzz and getting to more people globally.

This adidas original campaign was an advertising led integration campaign due to it being a visual concepts that promotes the product and offers an idea in relation to the adidas brand. Alongside this it is also strongly participation led creating customer engagement and convocation surrounding the new adidas original campaign. This was a very strong way for adidas to take the 2017 Originals campaign due to the industry being dominated by the ‘attention economy’ surrounding social media and influencer input. This new form of communication is the most powerful way to reach a wide global range due to the low-cost implementation.

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Pre-Purchase Experience- For this Originals campaign the main touch point is the pre-purchase experience with the campaign aiming to draw the consumer into buying the originals product. This is done through the multi-media channels that adidas has such as their website and social media. The campaign is shown on each of these and with relevant posts on specific products. Adidas saw the post purchase experience as their main opportunity to strategically lead

this campaign forward as adidas needed the consumer engagement from the beginning to complete their main aims. In regard to the purchase and post purchase experience the goal of adidias was to continue to give innovative products and continue the growth within their campaign releases. With the campaign adidas wanted it to continue to inspire others and show the originals collection in different lights.

DRIP Model Differentiate: within this campaign you see many celebrities and influencers which is commonly used across other competitors advertising. Adidas decided to use these celebrities differently by not having them on a pedestal and being solely about the individual but to use them to communicate a specific universal story “Influencers in service of the story make for a better storytelling” Adidas also wanted to take down creative barriers for the consumer through the use of the campaign which has differentiate the campaign due to other brands often using their consumers to take down various barriers that society has built for them. Adidas want to show that anything is possibly and for this camping they kept going back to the message that film director Jean-Luc Godard said “Its’s not where you take things from- it’s where you take them to”.

Reinforce: The originals campaign continues to portray the unique image of adidias’s ethos of embracing creativity and knocking down barriers. The campaign shows a varety of creators and reinforces that there are no limits.

Inform: This campaign reminds and shows the old with the new. Solidifying the uses of the product and the way in which it can be worn.

Pursued: The originals campaign aims to show how the product can be worn to suit many different styles. The persuasive techniques used are to captivate the audience and to want to be a part of it.

Measures4C’s Cost

Convenience

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Figure 1 shows us how much was spent across the multi-channel platforms in order for this to be a successful campaign. We see that global TV had the highest spend/budget being over 2.9 mil-lion Euros. the lowest global spend was the second run of the mo-bile media in Aug to Nov 2017 at just above 29,000 Euros. We did two runs of the campaign with the first being more heavily adver-tised and introduced to the media and the second just to refresh and reinforce the Originals message and campaign

In order for the campaign to be received well we needed to ensure that it was easy for the customers and potential custom-ers to reach. You Tube was one of the main outputs and where we could monitor the amount of views and success of the cam-paign. Alongside this we had mobile ads on social media pages such as Instagram and posted the campaign in the release time frame of the originals campaign.This campaign needed to be seen by a wide variety of people and in a way that they didn’t have to search for it. This is why we also chose to show it in cine-mas and on TV even though it is a more expensive way of com-municating the campaign. This would allow us to reach a wider audience and enhance the campaign success through a raise in KPIs.

Figure 2 shows the amount of views (You Tube) the originals cam-paign had in its first 2 weeks compared to the 2016 Futures cam-paign. In the US there was a 135% increase showing the success that the 2017 Originals had and that the opportunity we had to endorse and enhance the whole originals collection was re-ceived and communicated correctly.

Figure 1

Figure 2

Consumer wants and needs

Communication

Due to the high amounts of competitors within the street and sportswear industry we had to make sure that we were for filling what the customer wanted. In regard to the positive response that we got from this campaign it shows that we created some-thing that the consumers desired and led them to our originals product. At adidas we measure brand advocacy which shows the consumers connection to particular areas of the brand. In figure 3 we see that the campaign created a stronger advocacy for adidas orig-inals and it improved during the campaign period. This system also generates our brand results against competitors. Here it shows it against one of our top competitors Nike whose advocacy actually dropped during our campaign period. Highlighting the success of our strategic campaign and opportunity we used.

Figure 3

The communication be-tween the buyer and the seller can be seen in the sales growth of the origi-nals product with the link between the campaign and the rise in sales it shows that the campaign we produced in 2017 was well communicated to the customers that it drove sales forward. As shown in figure 4 below, the com-munication and message received in the most re-cent 2017 campaign was much greater than the 2016 futures campaign.

Four M’s To show how and why we were able to execute this originals campaign so effectivity the 4M’s model will be used to show the resources and the compe-tences behind the campaign.

1.Men: Our customers a very key part in to making this campaign thrive. We are lucky enough to have a large customer base and wanted to. Create something for them to be inspired by. Taking influ-ence from our customers was a key part as they show us how they like to use and wear our product. As an international brand we have good relationships with many celebrities who have both worked with us before or are just customers of the brand themselves. This allowed us to have many strong well-known people within the campaign.

2.Money: in 2017 we spent 2.9 billion on point of sale and marketing alone (Sta-tista,2019). This shows that we have a good amount of budget to be spending on opportunities that could boost our sales further as we saw with the originals collection. This also helps with the qulity of the campaign that we can produce with new innovative concepts and people. Our spend on marketing had also increased since 2016 again show-ing that with the access to finance like we had meant that we could create a good quality campaign.

3.Machines: We are a global run brand with 460 stores worldwide some of which are concept stores. With this amount of tangible reach, it was important that this campaign was used to lead people to purchase the product. Done through

the use of our display adverting in and around where the stores are located. In regards to the distribution of the product and more specifically the originals prod-uct we have a very god long term. Re-lationship with the suppliers and distribu-tors so we knew that receiving the stock on time was not going to be an issue.

4.Minds: The adidas brand has a very strong visual identity and brand image that had to be carried through into the campaign to ensure the brand stays consistent. This was done successfully as we see in the results of a raise in prof-its and the amount of views. There was large amounts of engagement from the customer and it help build the brands reputation further striving on creativity and individuality.

Consumer Behaviour Hierarchy of Effect Model Marketing ObjectivesCognitive- One of the main

objectives for this campaign was to build awareness around the

originals collection as a whole. We saw the opportunity to re-launch the collections identity through

this campaign and to put across the knowledge that we have built

surrounding the world of culture and creativity.

Awareness

Knowledge

In order for this campaign to be successful we needed to create awareness surrounding the Original collection again. Bring it to the for front of people’s minds and show that we have mixed the old and the new in regard to our designs. As you see in the campaign we are not just trying t re-launch a collection but also send a strong message to all creatives

Affective- As the numbers show this 2017 Originals campaign was very successful due to having over 8mil-lion views in the first 2 weeks (UK).

Liking

Preference

We wanted the campaign to be effective in terms of the brand image and message it conveyed but our main objective here was to raise the sales of the original’s product and make sure the consumer was also as engaged with the product. Through the feedback we got on social media platforms it was effective in creating a desirable prod-ucts as we see through the comments on the ‘originals is never finished’ Instagram posts. Insert screen shots

Conative Conviction

Purchase

When looking into how we were going to complete the customer journey from watch-ing the campaign to actually purchasing the product we had to look at what had the mist purchasing power. Here we concluded that celebrities and influences had the power to wear a product and for it to become more popular. This is one of the reasons why we decided to make this an influencer lead campaign to portray the message through recognisable faces but also to boost sales.

In order for this campaign to optimise the opportunity further we could have bought a more tangible aspect to the campaign. This was done for press, influencers and buyers by an ‘Original is never finished’ event, presenting the collection and having parts of the video campaign around the event creating a very vibrant atmosphere.

These events could of also been held for consumers who wanted to purchase tickets. Giving them a real feel of the campaigns visuals, music and creativity as well as presenting the product in new innovative and stylish ways. The Sensory marketing (Hulten et al 2009) model could be used to make sure all tangible aspects are used in the most beneficial way.

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